The Nonprofit Sector’s Most Pressing Issues: The C-Level Exec’s Point of View

As far as things such as the use of color and logos for branding, McGregor said to test everything, see the impact and use the facts to make the final decisions. “Resolve issues in branding through demonstrating what the implication is of each decision,” he said.

Tandon shifted gears a bit, suggesting that when branding is involved, nonprofits ask themselves what the organization’s business strategy is. “What is your enterprise strategy? Who is your donor, and what do you want to strive for?” he asked. “On the brand side it’s all about be, do, say — be aware and make promises of what you’re delivering after you figure out how to deliver it.